1. Sports and Entertainment Marketing © Thomson/South-Western ChapterChapter The Wide World of Sports and Entertainment 3.1 Industry Segments 3.2 Special Marketing Tools 3.3 Destinations: Travel and Tourism 3.4 Worldwide Sports and Entertainment Events 3

2. Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 2 Winning Strategies while a high school student, began a broadcasting career at 19, she was the youngest person and the first African- American woman to anchor the news at Nashville’s WTVF-TV in 1986, The Oprah Winfrey show entered national syndication with the launching of Harpo studios, she became the third woman in U.S. history to own her own studio provides generous funding and leadership to educational support programs – both within the U.S. and in South Africa Oprah Winfrey

3. Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 3 Lesson 3.1 Industry Segments Goals Define industry and give examples of subdivisions of an industry. Explain why marketing decisions are based on industry standards, norms, and trends.

4. Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 4 Terms industry industry standards

5. Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 5 THE SPORTS AND ENTERTAINMENT INDUSTRY industry a group of organizations involved in producing or handling the same product or type of service industry subdivisions subsets of an industry Ex. Football – AFC & NFC, college & pro

6. Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 6 Industry Standards and Trends Industry trend – show the latest demand for and consumer response to sports and entertainment events and their growth or decline over time Ex. Par Kour is a new sports trend. Reality shows are new TV trends Industry standards the guidelines and goals set for different entertainment industries. Ex. Five star restaurant should have great food and service. It may also be more expensive Industry norm the average expectation within an industry Ex. The price of a movie ticket

7. Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 7 What is an industry?

8. Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 8 BASING MARKETING DECISIONS ON INDUSTRY STANDARDS, NORMS, AND TRENDS They provide guidelines for what consumers want and expect from a business If businesses do not keep up with the standards, norms and trends they will fail

9. Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 9 U.S. Sports Camps U.S. Sports Camps manages the marketing and administration of sports camps throughout the country. coaches hire their own staff website generated $1.4 million in online sales in one year Nike sponsors many camps provides apparel to staff and campers

10. Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 10 College Sports ISP Sports a leader in collegiate sports marketing has over 500 radio and 100 television outlets the country’s largest and fastest growing multimedia company

11. Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 11 The Television Industry perpetually seeks programming that will yield higher viewer ratings reality shows are less expensive to produce than traditional shows continually seeking new ways to reach viewers Internet video iPods on-demand cable

12. Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 12 The Concert Industry The concert industry is undergoing a change. mass appeal artists are diminishing live concerts seem less important to the post baby boomer generation audiences will probably be smaller and more fragmented in the future

13. Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 13 State and County Fairs State and county fairs have made many changes to stay competitive. increased use of technology online advertising ticket sales premium books news releases expanded schedules corporate sponsorships

14. Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 14 List three different forms of sports or entertainment and a current industry trend for each one.

15. Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 15 Lesson 3.2 Special Marketing Tools Goals Explain how a sports figure can be successful in the motivational lecture circuit and the publishing industry. Explain the purpose of and promotion methods used for sports camps and clinics.

16. Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 16 Terms ghostwriter literary agent

17. Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 17 MOTIVATIONAL SPEAKING AND WRITING Professional athletes cannot plan on a lifelong career. Many people enjoy listening to and reading what famous individuals have to say.

18. Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 18 Successful speakers have a message that is interesting repeatedly well written speeches excellent communication skills strong promotional campaigns an agent

19. Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 19 The Price of Motivation All American Speakers Bureau speakers receive between $5,000 and $50,000 for an individual speech

20. Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 20 To be Successful at Writing Their Stories When an athlete’s story has a broad appeal, more people are likely to buy their book. Ghostwriter if athlete not a writer a writer who takes someone’s experiences and ideas and commits them to paper on behalf of that person

21. Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 21 a percent of the sale price of each book that is paid to the author literary agent plans the marketing and promotional campaign for an author compensation is a percent of book sales royalty

22. Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 22 Sponsorships Generally, a sports camp sponsor can expect the following a positive public relations campaign visibility and recognition of sponsorship sponsor marketing materials on display at camp potential product sales at camp advertising space in the camp’s publications

23. Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 23 Camp Expectations Parents need to carefully read camp literature to ensure that what the camp provides meets the family’s expectations. The location of the camp should be considered to ensure it meets the needs of the family Ex. Baseball Camp

24. Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 24 Clinics clinics single skill focus shorter duration limited enrollment help capture a larger fan base for the sport Ex. Batting Clinic

25. Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 25 SPORTS CAMPS AND CLINICS NEED TO USE PROMOTION TOOLS Every year parents make sizable expenditures to send their children to sports camps and clinics they need to get word out about their camp. Sponsors want to publicized

26. Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 26 Sports Camps and Clinics Promotion methods local news coverage in a variety of media product giveaways interviews and photos a community appearance by a camp celebrity

27. Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 27 parent surveys mailing list of prior attendees alumni incentives alumni networking for potential new campers follow-up materials are critical for future sessions of camp

28. Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 28 Advertising Well researched and thoughtfully planned marketing will yield the most effective results.

29. Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 29 short ad lead-times inexpensive large non-targeted audience magazines and e-zines longer ad lead-times higher ad rates targeted audience newspapers

30. Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 30 Although direct mail is the most expensive advertising method, if it is sent to a well- researched group of consumers, it can be the most effective method. mailings and brochures

31. Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 31 Explain the difference between a camp and a clinic.

32. Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 32 Lesson 3.3 Destinations: Travel and Tourism Goals Explain the economic impacts of travel and tourism in sports and entertainment. Discuss the differences of resorts and theme parks.

33. Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 33 Terms tourism direct economic impact indirect economic impact niche travel ecotourism

34. Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 34 TRAVELING The travel industry is the world’s largest industry. tourism traveling for pleasure travel trade companies and individuals who create and market tours with the mission of increasing the volume of visitors and their spending

35. Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 35 Tourists economic impacts direct economic impact total of new spending resulting from the event or attraction Ex. Overtime police& fire pay, increased security and garbage cleanup indirect economic impact multiplier effect the portion of the money spent locally by visitors that is in turn spent by local residents Ex. I tip a waitress in New Jersey while at the Super Bowl she then spends that money to buy her groceries

36. Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 36 Tailor-Made Vacations niche travel travel planned around a special interest Ex. Golf trips

37. Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 37 Ecotourism ecotourism responsible travel to natural areas that conserves the environment and sustains the well being of the local people

38. Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 38 enjoying while simultaneously preserving natural environments so that they may also be enjoyed in the future Ex. Sleeping in huts when visiting Africa sustainable tourism

39. Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 39 Halls of Fame Attracting visitors is critical to keeping a hall of fame alive. Word of mouth is the most effective promotion for a hall of fame. Some hall of fames offer a complete destination. additional entertainment sources are located nearby

40. Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 40 What is the mission of the travel trade?

41. Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 41 RESORTS AND THEME PARKS theme parks family-oriented destinations Activities, rides, attractions based on movies, cartoons, etc resorts aimed at adults Focus on relaxation activities Single recreational sports

42. Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 42 Theme Park Central Orlando, Florida has 95 attractions and hosts about 50 million visitors annually. Disney tries to be a comprehensive provider of all the products and services a visitor may require during their stay.

43. Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 43 Why might a theme park add restaurants and lodging to the site?

44. Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 44 Lesson 3.4 Worldwide Sports and Entertainment Events Goals Describe why sports and entertainment marketing is a growing industry in other countries. Describe a “sponsor’s dream” in international sports? Why might cell phones be called “the heart” of the future music industry.

45. Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 45 Terms joint venture infrastructure globalization piracy

46. Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 46 GLOBAL SPORTS AND ENTERTAINMENT Sports and entertainment is a worldwide industry. As the world economy grows in country’s like China and India the opportunity for sports and entertainment marketers also grows.

47. Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 47 An Expanding India India continues to transition from a third-world economy to one of the fastest growing economies in the world. Increased wealth of the population allows for greater consumption of sports and entertainment.

48. Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 48 An Expanding China China has: over one billion potential consumers an annual economic growth rate of more than 10 percent unsuccessful foreign-operated attractions a glut (supply exceeds demand) of amusement parks Many parks have failed due to poor marketing and planning and due to excess competition.

49. Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 49 A World Mouse Disney is the worldwide leader in the theme park industry. joint venture when two groups (The Hong Kong government and Walt Disney Company) share the costs and profits of a business infrastructure water, sewer, roadways, and all other underlying framework

50. Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 50 Why is the number of theme parks growing in China and India?

51. Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 51 INTERNATIONAL MARKETING globalization international economic relationships

52. Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 52 Scoring With Fans Soccer is a dream event for international marketing. FIFA – The federation Internationale de Football Association help propel The World Cup which is held every four years.

53. Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 53 A Sponsor’s Dream Sponsors provide funding for events in return for certain rights such as exclusivity, advertising, etc. The World Cup provides valuable promotional opportunities. $1.5 billion in sales for Nike and Adidas-Salomon, German sporting goods manufacturer introducing the “Bud” brand name in Germany while giving up exclusive sales rights to keep good relations

54. Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 54 International Sports Trends Current world sports has much to do with political history of the last 50 years. After World War II, the Japanese became quite interested in baseball. In 2006, the World Baseball Classic was held. $50 million to produce $15 million profit

55. Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 55 A Connected World The 2006 formation of Warner-SK Telecom dramatically changed the way consumers buy, store, and listen to music. Cell phones play major role in how e all listen to music especially the younger generations

56. Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 56 theft of copyrighted material piracy

57. Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 57 Why might cell phones be called “the heart” of the future of music?

58. Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 58 PERFORMANCE INDICATORS EVALUATED Communicate an appropriate marketing plan for increasing family business at Six Flags. Develop appropriate promotions for all age groups. Demonstrate critical thinking and problem- solving skills.

59. Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 59 Develop strategies to overcome Six Flags’ competition. Prepare appropriate strategies that are sensitive to the economic conditions. Demonstrate an understanding of marketing-information management. Sell the promotional plan to the representative from Six Flags.

60. Sports and Entertainment Marketing © Thomson/South-Western Chapter 3 Slide 60 THINK CRITICALLY 1.Why is it difficult to attract visitors to amusement parks? 2.Why must an amusement park constantly update its attractions and rides? 3.Give examples of special events that could take place at Six Flags for major holidays such as Fourth of July, Labor Day, Thanksgiving, and Christmas.